Prof. Kevin Lane Keller, E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College, was in Mumbai on 11 March 2013 for a day-long seminar on ‘Building powerful and profitable brands – In good and bad times’.
In conversation with Campaign India, Prof. Keller talks about what market-leader brands should and should not do in the face of competition, with the example of Apple and Samsung. He delves into the perils of discounting to gain market share, and into investing in the brand during a slowdown and when it can create compelling competitive advantage. We also asked Prof. Keller on the concept of social purpose being adopted by corporates. He explained the need for differentiation therein, and why every company should strive to creatively align its marketing and selling with social purpose.
Last but not the least, we asked Keller, the co-author of ‘Marketing Management’ with Philip Kotler, on whether management education has managed to keep pace with the changes in the market place.